Google Ads · Lawyers Google Ads for lawyers.
Practice areas kept apart, with enquiries measured by practice area.
Practice areas kept apart, with enquiries measured by practice area.
People search for a lawyer or solicitor when they have a problem to solve: a separation, an arrest, an accident, a property purchase, an employment dispute. The right enquiry can be worth far more than a lot of general traffic.
Legal campaigns need to tell searches apart. Someone looking for a family lawyer isn't looking for a criminal lawyer, someone researching a legal question isn't necessarily ready to call, and someone looking for a job at a firm isn't a client. So practice areas are separated where they need different budgets, targeting or landing pages, and irrelevant searches are removed as they appear.
Separation, parenting and property searches are personal. The ad says clearly what the firm handles, without reading like a sales pitch.
Often urgent and after hours. If the firm takes calls then, campaigns run when someone can answer.
Campaigns follow the firm's advice on what can be advertised where it practises.
People compare price, service and location, so a separate campaign shows what this work is bringing in.
Planning a will is a considered decision; dealing with an estate can follow a recent death. The wording and page reflect which.
People often don't know which service they need, and describe the problem in their own words rather than the firm's.
Family, criminal and conveyancing work have very different volumes and values.
Consultations booked and matters opened say more than the enquiry total.
Law firms and solicitors' practices, from sole practitioners to multi-office firms, with defined practice areas and a way to track calls and enquiries.
Legal searches are competitive because a new client is valuable to a firm. The work is keeping spend on the practice areas, locations and searches you want.
Usually the ones with the most capacity and the best-value clients. Each gets its own campaign, budget and page, so one area doesn't use up another's spend.
A campaign for each practice area, and enquiries tracked through to matters.
Platapode specialises in Google Ads.
Based in Sydney, NSW, working with businesses across Australia and overseas.
